CCCU Market Research Project Executive Summary 2009
In 1986 and 2000, the Council for Christian Colleges & Universities (CCCU) conducted market research to assess its member schools position in the marketplace and the accompanying opportunities and challenges related to student recruitment. These research topics were revisited and new areas explored in a comprehensive market study conducted during 2009 by Noel- Levitz, a market research and enrollment management firm. Over the course of eight months, 12 separate research studies were fielded and two market analyses were completed using secondary data and predictive modeling technologies.
This executive summary captures the highlights and themes that emerged from the research findings. It paints a picture of a group of schools that faces new challenges, such as a shift away from emphasis on the uniquely Christian college choice factors by matriculants, as well as great opportunities in terms of improved understanding of student expectations and the potential of untapped student markets.